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HubSpot Sales Enablement Certification Answers

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HubSpot Sales Enablement Certification Answers 2017

The Sales Enablement Certification will teach you how to develop a marketing-driven sales enablement strategy. This course was designed with marketing managers in mind, but other marketers as well as sales leaders can benefit from learning the principles involved in this approach to sales enablement.

Introduction to Sales Enablement

Why is inbound an important part of a good sales enablement strategy?

Sales enablement is a required part of inbound practices.
Modern buyers do the majority of their buying research before talking with sales, so marketing and sales need to work together to make sure online information matches the information used by the sales team.
Inbound helps with targeting larger companies, while normal sales enablement tactics work better when targeting smaller accounts.
Sales enablement can only be implemented if your company is using inbound techniques.


True or false? Inbound means creating marketing and sales that people love by providing helpful content and resources that attract people to you.

True
False

What is sales enablement?

The processes, content, and technology that help sales teams sell efficiently at a higher velocity.
Any strategy that helps sales teams close more deals.
The process of replacing your existing marketing functions with sales positions.
All of the above.

Which ofthe following is a reason sales and marketing need to be aligned?

To make sure messaging is consistent across both teams.
To make sure the two teams’ goals are complementary.
To combine the strengths of both teams.
All ofthe above.

What’s the main reason inbound techniques and sales enablement are now important business tactics?

Word of mouth is responsible for 50% of all buying decisions. Inbound and sales enablement can encourage customers to refer products to their friends.
Modern buyers are less responsive to cold outreach. Inbound and sales enablement make cold outreach more effective and harder to ignore.
The internet has changed the power dynamics between buyers and sellers. Inbound and sales enablement help businesses use this change to their advantage.
Smartphones have increased people’s connectivity. Inbound and sales enablement make a business more “mobile friendly.”

Which of the following is NOT a key element of a sales enablement strategy?

A target buyer
A marketing automation platform
A clear goal
A content strategy

Aligning Your Teams Around a Unified Revenue Goal

True or false? You need a vision or goals but not both.

True
False

How do goals and a vision work together?

Goals state what a company wants to accomplish, and a vision is a description of how those goals will be accomplished.
Goals are used to measure performance internally, and a vision is the messaging used to communicate those goals externally.
A vision is a document that contains descriptions of multiple goals.
A vision inspires long-term action, and goals track individual steps toward achieving that vision.

True or false? Marketing and sales should have separate revenue goals.

True
False

A vision should be all ofthe following EXCEPT:

Bold.
Challenging to accomplish.
Easy to explain.
Achievable within one year.

What’s the difference between a vision and a goal?

A vision is a state of affairs you want to bring into being. A goal is a metric outcome you can check off a list.
A goal is a vision with metrics attached to it.
A vision is a long-term plan for an entire organization. A goal is a short-term outcome that an individual tries to accomplish.
Goals are rigidly defined, while a vision is a vague aspiration.

Why is it important to translate your vision into a revenue goal?

Revenue is a metric that’s easily understood by executive leaders.
Revenue is a metric that marketing and sales can both contribute to.
Translating the vision into a revenue goal makes the vision more concrete.
All of the above.

Developing a Lead Qualification Framework

What is a hand raiser?

Someone who explicitly asks to talk to sales.
An employee who volunteers to lead a smarketing meeting.
A lead that marketing has qualified for sales outreach.
A customer who volunteers to participate in persona research.

What is an ideal customer profile?

A way of organizing the information you collect about prospects during the sales process.
A story that explains how people go from being a prospect to being your customer.
A description of a particular customer you want all of your prospects to be similar to.
A checklist of the most basic attributes someone needs to have in order to be successful as your customer.

What's the best action for the sales team to take with marketing qualified leads?

Reach out to help and answer questions.
Wait for them to raise their hands.
Try to close them before the “window of opportunity” closes.
Back off and let marketing handle the communication.

Which of the following is the BEST metric for marketing to focus on?

Visitors
Number of qualified leads
Conversion rate
Cost per lead

If you find yourself with a lot of poor-fit leads, all of the following are good ways to solve this problem EXCEPT:

Send the leads to sales for further qualification.
Find ways to improve the messaging in your marketing content.
Revisit your ideal buyer profile and make your definition of “fit”
less stringent.
Look for bad-lead sources and turn them off.

True or false? The more leads you have,the higher your lead qualification standards can be.

True
False

The Lead Qualification Matrix

What should you do with the leads in box 1?

Have marketing nurture them.
Have sales contact them.
Have both marketing and sales work with them.
Ignore them.

What should you do with the leads in box 2?

Have marketing nurture them.
Have sales contact them.
Have both marketing and sales work with them.
Ignore them.

What should you do with the leads in box 3?

Have marketing nurture them.
Have sales contact them.
Have both marketing and sales work with them.
Ignore them.

Holding Your Teams Accountable With a Service-Level Agreement

Evaluate this SLA: Marketing will generate 50 leads each month.

This SLA's requirements focus on the wrong activities.
This SLA's requirements aren’t specific enough.
This SLA is missing a requirement.
No change needed.

Evaluate this SLA: Marketing will generate five qualified leads each month, and sales will contact each of them within 12 hours.

This SLA's requirements focus on the wrong activities.
This SLA's requirements aren’t specific enough.
This SLA is missing a requirement.
No change needed.

If your service-level agreement requires your marketing team to generate 40 qualified leads each month, how should they deliver those leads?

The should deliver as many leads as possible in the last half of the month to help sales hit their quota.
It doesn’t matter, as long as 40 qualified leads are delivered each month.
They should deliver as many leads as possible in the first half of the month so sales has the whole month to work with them.
At a steady rate, about 10 leads each week.

What does a sales and marketing service-level agreement (SLA) require sales to do?

Contact a certain percentage of the leads marketing generates.
Contact the leads marketing generates within a certain timeframe.
Close a certain number of deals.
Nothing — the SLA outlines the service marketing will provide to sales.

After you explain the concept of a judicial branch to your CEO, she says, “Great! I’ll have the sales leadership team make that part of their monthly meeting.” How do you respond?

“The sales leadership shouldn’t be involved. It would be better to have the marketing leadership do this job.”
“Perfect! We want to make sure the sales team is as involved as possible, and having sales leadership reviewing dropped leads is a great way to start.”
“I think that’s the right group of leaders, but monthly meetings won’t be frequent enough to do the job. Can we have them meet every two weeks instead?”
“In the interest of being unbiased, I think it would be better to have the judicial branch made up of people who are outside of the sales and marketing organization.”

If your service-level agreement requires your marketing team to produce more leads than they normally do, what is the FIRST thing you should do?

Hire more marketers.
Implement a marketing automation platform to accelerate your marketing processes.
Evaluate your marketing resources to see if they can be reallocated into higher-performing assets.
Recalculate the SLA to make it more reasonable.

What does a sales and marketing service-level agreement(SLA) require marketing to do?

Provide sales with a certain number of qualified leads.
Produce a certain amount of content.
Nothing — the SLA outlines the service sales will provide to marketing.
Attract a certain number of visitors.

If your service-level agreement provides your sales team with more leads than they can handle, what's the FIRST thing you should do?

Hire more salespeople.
Recalculate the SLA to make it more reasonable.
Evaluate each rep’s sales velocity and look for areas that can be improved.
Have your marketing team nurture the leads sales can’t get to until sales is able to contact them.

If the leads your marketing team produces are consistently low quality, which of the following is the BEST way to improve your lead quality?

Optimize your messaging to stop attracting the wrong people.
Lower your lead qualification standards.
Nurture the leads until they’re a better fit.
Generate a higher number of leads so that more good-fit leads will be brought in.

What is a judicial branch?

A small group of marketers who monitor sales activity to make sure qualified leads are getting contacted promptly.
A small group of salespeople who determine whether the leads marketing is creating are qualified properly.
A small group of leaders who review every lead sales rejects.
The core group of attendees at smarketing meetings.

Which ofthe following is NOT a benefit of implementing a sales and marketing service-level agreement(SLA)?

A single leadership team over sales and marketing.
Clearer goals for sales and for marketing.
Increased accountability between sales and marketing.
Increased alignment between sales and marketing.

How quickly should sales contact the leads marketing generates?

As fast as possible
Within 24 hours
Within 48 hours
Within one week

Which ofthe following BEST describes a sales and marketing service-level agreement(SLA)?

A plan for marketing and sales to work together on content creation.
A document that outlines the service sales will provide to marketing.
A document that outlines the service marketing will provide to sales.
An agreement between sales and marketing that requires certain actions from each team.

True or false? The judicial branch must be more than one person.

True
False

Evaluate this SLA: Marketing will generate 2,000 qualified leads each month, and sales will contact each lead as soon as possible.

This SLA's requirements focus on the wrong activities.
This SLA's requirements aren’t specific enough.
This SLA is missing a requirement.
No change needed.

Evaluate this SLA: Marketing will generate 250 qualified leads each month, and sales will convert 50 of those leads into customers.

This SLA's requirements focus on the wrong activities.
This SLA's requirements aren’t specific enough.
This SLA is missing a requirement.
No change needed.

Maintaining Alignment With Smarketing Meetings

What is the primary purpose of smarketing meetings?

To have marketing and sales come together to recognize high achievers and reward good work.
To have marketing and sales come together to identify and solve problems.
To have marketing brainstorm ideas for better serving the sales team.
To have marketing and sales come together to report on progress toward meeting the requirements of their SLA.

Which of the following is the BEST way to ensure your smarketing meetings have a high level of psychological safety?

Avoid calling on individual people to answer questions. Instead, wait for people to volunteer.
Make sure all of the attendees speak in roughly equal amounts.
Have the executive leaders who attend the meetings lead the discussion.
Don’t bring up problems if the people who caused the problem are in the room.

You explain the concept of smarketing meetings to your leadership team, and one person asks,“How often do we need to have these meetings?” How do you respond?

“We’ll have to figure out what works best for us, but every two weeks is a good place to start.”
“At least once a quarter. Any less than that, and we’ll have trouble getting into a rhythm.”
“Once a week, at a minimum. This is important enough that we need to be meeting weekly to stay on top of our goals.”
“No more than once a month. More frequently than that takes too much time away from people’s individual projects.”

What is the difference between work groups and teams?

Work groups are accountable as a group, while teams hold individual members accountable.
Work groups have a flat structure, while teams have an internal hierarchy.
Members of a work group are independent from each other, while members of a team rely on each other to get work done.
All of the above.

Why are smarketing meetings an important part of a sales enablement strategy?

They maintain alignment between marketing and sales.
They provide a place to recognize high achievers.
The provide a place for reporting to upper management.
All of the above.

What is psychological safety?

The level of support and admiration an individual receives from their team members.
A person’s confidence in the work they do.
A group’s willingness to share sensitive information with each other.
How confident someone feels taking an interpersonal risk.

True or false? Executive leaders should attend smarketing meetings.

True
False

Using Buyer Personas in Sales Enablement

When asking a customer about their shopping preferences, you want to learn all of the following EXCEPT:

What features they look for in a product like yours.
What their buying process looks like.
Whether or not they want to work with a salesperson.
Who else is involved in their buying process.

When you ask your customers about their goals and challenges, what are you trying to figure out?

How long they expect to be in their current position.
How you can help them overcome their challenges and achieve their goals.
What they hope your product will do.
All of the above.

True or false? Personas can change over time.

True
False

What is a buyer persona?

A categorization of leads that indicates how “sales ready” they are.
A story that describes your sales process from the buyer’s point of view.
A semi-fictional representation of your ideal customer based on data.
The demographic information of a particular sales prospect.

What is the difference between an ideal customer profile and a buyer persona?

An ideal customer profile broadly describes your target market, and personas describe the types of people in that market.
Ideal customer profiles are used primarily by marketing, and personas are used primarily by sales.
An ideal customer profile should include jobs to be done, and a buyer persona includes only demographic information.
All of the above.

A member of your sales team asks why defining your target buyer needs to be part of your sales enablement strategy. How do you respond?

“One of the best ways to increase your sales efficiency is to spend more time with people who are more likely to buy and less time with people who are less likely to buy.”
“Defining our target buyer makes it easier for us to track the progress we’re making toward achieving our goals.”
“It’s impossible to implement a sales enablement strategy without first defining a target buyer.”
“Although it isn’t a required part of a sales enablement strategy, defining a target buyer is a good way to identify gaps in our current sales process.

How many customers do you need to interview in order to develop a high quality buyer persona?

One or two
All of them
Approximately 20% of your customer database
About 15

What does it mean to ask a customer about their “watering holes”?

Ask them what refreshes them when they feel frustrated.
Ask them what distracts them from achieving their goals.
Ask them what their hobbies are.
Ask them where they learn new things related to their job.

Using Jobs to Be Done in Sales Enablement

Which of the following is a benefit of using Jobs to Be Done?
It helps you identify the products you’re indirectly competing with.
It helps you identify strategic alliances with products in other industries.
It helps you understand why your customers buy from you.
All of the above.

Which of the following is the BEST way to uncover the job that people hire your product to do?

By interviewing individual customers.
By bringing your marketing and sales teams together to brainstorm possible jobs.
By sending out a survey to some of your customers.
By researching similar products online.

Karen just got home late from work and her kids are hungry. Which of the following BEST describes her job to be done?

“It’s dinnertime and I don’t know what to make.”
“I need to feed my kids a healthy meal that won’t take long to make.”
“I don’t want to cook right now, but I have to.”
“I just got home late from work and my kids are hungry.”

Which of the following BEST describes the difference between persona interviews and Jobs to Be Done interviews?

Persona interviews are conversational, but Jobs to Be Done interviews are usually scripted.
Persona interviews seek to uncover facts about a person, while Jobs to Be Done interviews try to piece together a narrative.
Persona interviews need to be repeated regularly, but Jobs to Be Done interviews only need to be done once.
Persona interviews can be done in a group, but Jobs to Be Done interviews need to be individual.

Fill in the blank: While buyer personas help you understand who your customer is, Jobs to Be Done helps you understand your customer’s _____.

point of view
role
motivations
job description

True or false? The interview process for uncovering jobs is substantially different from the interview process for understanding personas.

True
False

Creating a Hero Statement

Evaluate this hero statement: Groundskeeper, Inc. is a hero to property managers at mid-size property management firms who need to outsource their landscaping so they can focus their attention on taking care of their tenants.

The persona isn’t specific enough.
The job to be done isn’t specific enough.
Both A and B.
No change needed.

True or false? If you have multiple personas, you'll have multiple hero statements.

True
False

After creating your hero statement, you identify a type of person who is interested in your product that you can’t be a hero to. What should you do for these people?

Accept their business and serve them as well as you can.
Modify your product to do both jobs.
Make it clear early on that your product isn’t a good fit for them.
Ignore them and focus on your target buyers.

Which of the following is NOT an element of a hero statement?

A persona
Your company’s name
A job to be done
A sales goal

Which of the following is a benefit of knowing who you AREN’T a hero to?

You’ll be better able to manage expectations when people buy from you.
You’ll be better able to focus on meeting the needs of your target buyers.
You’ll be better able to avoid selling to people who won’t be good customers.
All of the above.

What is the relationship between personas and Jobs to Be Done?

Personas identify the type of person you should sell to, and jobs describes what you can help them do.
Personas are for marketing, and jobs is for sales.
Personas and jobs are two different methods of arriving at the same information.
Personas identify the people you should sell to, and jobs identifies the people you should hire.

Evaluate this hero statement: Super Veggie Juice Co. is a hero to people who want to eat healthy but don’t have the time to cook and eat vegetables.

The persona isn’t specific enough.
The job to be done isn’t specific enough.
Both A and B.
No change needed.

Evaluate this hero statement: Jepsonite Security Systems is a hero to first-time homeowners who are in the market for a security system.

The persona isn’t specific enough.
The job to be done isn’t specific enough.
Both A and B.
No change needed.

The Power of Content in Sales Enablement

How quickly should a member of your sales team be able to find a relevant piece of content to share with one of their leads?

Within a minute.
Within two minutes.
Within five minutes.
Within ten minutes.

True or false? If your marketing team is producing a lot of content, a large percentage of it is naturally going to be valuable to the sales team.

True
False

All of the following are benefits of involving content in your sales process EXCEPT:

Content increases the amount of value your sales team provides to their prospect.
Content reduces the amount of time it takes sales to answer questions.
Content enables your sales team to charge more for your product.
Content makes it easier for your sales team to address common concerns.

What should the content your sales team uses during the sales process do?

Answer common questions.
Provide value to the prospect.
Resolve common concerns.
All of the above.

If your website doesn’t have much content to attract visitors, which of the following would be the best content to create first?

Articles that answer sales-related questions, such as how much your product costs.
An “About Us” page that describes the history of your company.
General interest pieces that have broad appeal to your persona, even if the topics aren’t closely related to your product.
All of the above.

Fill in the blank: _____ is the glue that holds sales and marketing teams together.

Technology
Management
The judicial branch
Content

Aligning Your Business Around Content Creation

Which departments should be involved in creating content?

All departments
Just marketing
Just marketing and sales
All customer-facing departments

What is an insights committee?

A small group of leaders who review every lead sales rejects.
The leaders who lead a sales enablement initiative.
The marketers in charge of creating insightful content.
A group of employees who help with content creation.

True or false? You should only create video content if you have a high-quality camera and lights.

True
False

You tell your executive team that your company should have a content manager, and they ask,“Can’t someone take that on as a side project?” How should you respond?

“That’s a good way to start, but we should put a plan in place for expanding the role into a full-time duty.”
“No, if we can’t have a full-time content manager, we may as well not have a content manager at all.”
“Yes, but only if it’s a member of the executive team that does it.”
“Yes, that would be best. Content management isn’t a full-time job.”

True or false? Content should be a part of every step in your sales process.

True
False

All of the following are ways to involve your sales team in the content creation process EXCEPT:

Have the sales team send the marketing team the content they’ve already created.
Have individual sales reps take turns acting as content manager.
Have the sales team BCC the marketing team when they answer questions asked by prospects.
Have your content manager interview members of the sales team.

Which of the following places would be a good place to experiment with video?

Sales emails
FAQ pages
Job postings
All of the above

In most companies, which department produces the most content?

Sales
Marketing
Legal
None of the above

What's the sales team's role in content creation?

Sales should be involved in identifying the content that needs to be created but not in creating it.
Sales should manage marketing’s content creation operations.
Sales may be involved in the early stages of your content creation efforts, but once your sales enablement strategy is fully implemented, marketing should be able to create content without help from sales.
Sales should be involved in content creation on an ongoing basis.

Continuing Enablement After the Sale

True or false? Some potential customers won’t buy because they don’t know how to fire their old solution.

True
False

Which of the following is NOT part of customer enablement?

Helping your customers buy from you again.
Helping your customers do the job they hired your product to do.
Helping your customers see your competitors’ failings.
Helping your customers use your product most effectively.

Which of the following is the BEST explanation of what it means to help your customers “fire” their old solution?

Helping them understand why they should never go back to using their old solution.
Helping them cancel any contracts with other service providers.
Helping them stop using whatever their previous solution was, even if they were “making do” without a product.
Helping them encourage their friends not to use the solution they were using previously.

A member of your marketing team wants to send a sales offer to your existing customers. How do you respond?

“That’s a good idea because we can put more pressure on people who have previously bought from us than we can put on prospects.”
“We shouldn’t do that. Asking customers to buy from us again is a betrayal of their trust.”
“That’s fine, as long as it helps them do the job they hired our product to do.”
“That’s a bad idea. Those people have already bought from us. We should focus on finding new prospects instead.”

Which of the following is an advantage of extending your sales enablement efforts beyond the sale?

Existing customers are more likely to buy than new prospects are.
Successful customers are more likely to recommend your product to a friend.
Helping your customers succeed prevents negative reviews online.
All of the above.

True or false? If your product can be used to do more than one job, content that talks about all of those jobs will be relevant to your customers.

True
False

Evaluating Sales Enablement Technology

Which of the following is an example of an edge system?

CRM
Email templates
SLA
Jobs to Be Done

True or false? Your marketing automation software should always be your “single source of truth.”

True
False

Which of the following is an example of a core system?

CRM
Email templates
SLA
Jobs to Be Done

True or false? You should investin keeping your technological core in place long-term, but you can experiment with your edge technologies and change them easily.

True — Although your core system can be changed, changing it frequently is complicated and can lead to confusion. But the edges are a great place to experiment and try new things.
True — It’s impossible to change your technological core, but changing your edges is painless and should be done frequently.
False — You should experiment with all of your systems on an ongoing basis.
False — You should invest in keeping both your core and edges in place long-term.

Which of the following is NOT a reason to implement technology as part of your sales enablement strategy?

To measure the outcomes of your strategy.
To automate parts of your strategy.
To provide visibility across teams.
To replace your processes.

Fill in the blanks: You need to figure out your _____ before you can implement a _____.

process, technology
single source of truth, sales enablement technology
technology, process
edges, core



Quiz Yourself


What is sales enablement?

The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity.

Providing helpful content and resources that attract people to you.

A strategy for convincing prospects to buy from you.

A modern way of thinking about quotas, goals, and processes.

Sales enablement is the processes, content, and technology that empower sales teams to sell efficiently at a higher velocity.

What is inbound?
The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity.

Providing helpful content and resources that attract people to you.

A strategy for convincing prospects to buy from you.

A modern way of thinking about quotas, goals, and processes.

Inbound is all about creating marketing and sales that people love by providing helpful content and resources that attract people to you.

What are the elements of a sales enablement strategy?
Marketing goals, sales quota, and revenue targets.

Inbound, marketing, and sales.

A clear goal, a target buyer, and a content strategy.

Attract, convert, close, delight.
The three elements of a sales enablement strategy are a clear goal, a target buyer, and a content strategy.

What is the difference between a vision and goals?
A vision is a metric outcome you can check off a list, and a goal is a state of affairs you want to bring into being.

A vision is for the marketing team, and a goal is for the sales team.

A vision is for the sales team, and a goal is for the marketing team.

A goal is a metric outcome you can check off a list, and a vision is a state of affairs you want to bring into being.
A goal is a metric outcome you can check off a list, and a vision is a state of affairs you want to bring into being.

Fill in the blank: Once you have a vision, you need to convert it into a _____ goal.
marketing

sales

revenue

long-term
Once you have a vision, you need to convert it into a revenue goal.

How bold should your goals be?
They should rank between 5 and 7 on the Boldness Scale.

They should encourage your teams to accomplish things they've never done before, but they shouldn't be so lofty that they make team members feel overwhelmed.

As bold as possible.

Goals should be easily achievable so your teams have something to celebrate on a regular basis.
Your goals should encourage your teams to accomplish things they've never done before, but they shouldn't be so lofty that they make team members feel overwhelmed.

Which of the following helps you determine how good of a fit someone is for your offering?
An ideal customer profile.

A lead qualification matrix.

A qualified lead.

Hand raisers.
An ideal customer profile helps you determine how good of a fit someone is for your offering.


Which of the following helps you determine whether a lead should be owned by marketing or sales?
Hand raisers.

A lead qualification matrix.

An ideal customer profile.

A qualified lead.
A lead qualification matrix does indeed help you determine whether a lead should be owned by marketing or sales.

What is a hand raiser?
Any lead that's ready for sales contact.

"Hand raiser" is another name for a qualified lead.

Someone who explicitly asks to speak with sales.

Any lead that's a good fit for your offering.
A hand raiser is someone who explicitly asks to speak with sales.

What does a sales and marketing SLA require marketing to do?
Attract a certain number of visitors each month.

Create a certain amount of new content each month.

Shadow a certain number of sales appointments.

Deliver a certain number of leads to sales each month.
Your SLA should require marketing to deliver a certain number of leads to sales each month.

What does a sales and marketing SLA require sales to do?
Contact each of marketing's leads within a certain timeframe.

Close a certain percentage of marketing's leads into customers.

Help marketing generate a certain number of leads each month.

Hit their quota each month.
Your SLA should require sales to contact each of marketing's leads within a certain timeframe.

What is a judicial branch?
A small group of leaders who review every lead sales rejects.

A cross-functional team of marketers and salespeople who define a qualified lead.

A matrix for determining whether a lead meets your qualification criteria.

Your leads who explicitly ask to speak with sales.
The judicial branch is a small group of leaders who review every lead sales rejects.

What's the difference between teams and work groups?
Team members are more interdependent than members of a work group are.

Work groups are based on organizational or managerial hierachy, but teams are not.

Team members need each other in order to get their work done, but members of work groups often work in parallel without working together.

All of the above.
All of these options describe differences between teams and work groups.

True or false? Within one ideal customer profile, there may be multiple buyer personas.
True

False
Your ideal customer profile identifies a market broadly, and your personas represent types of people within that market.

How many customers do you need to interview to create an accurate buyer persona?
All of them.

20% of your customer database.

About 15.

One or two.
By interviewing 15 customers, you'll get between 80% and 90% of the insights you'll ever get from interviewing customers.

True or false? Ideal customer profiles are only relevant to B2B companies.
True

False
Ideal customer profiles are relevant to all sorts of companies.

What does Jobs to Be Done help you identify?
The duties your personas fulfill at the companies where they work.

The types of people who buy your product.

Why people buy your product.

The types of people you should hire.
Jobs to Be Done identifies why people buy your product.

True or false? You can partner with other companies that solve the same job your product solves.
True

False
Partnering with other companies that help accomplish the same job is an excellent strategy for providing a more complete solution to your customers.

When you interview customers to discover their jobs to be done, what should the result be?
A semi-fictional representation of what your typical customer looks like.

A checklist of attributes a person or company must have in order to be a good fit for your offering.

An in-depth description of the work the person does on a daily basis and how your product can help them get promoted.

A timeline of everything they did from the time they first realized they had a job to get done until they purchased your product.
In your jobs interviews, you're trying to uncover a timeline of everything your customer did from the time they first realized they had a job to get done until they purchased your product.

True or false? If you've identified multiple personas in your customer base, you should put all of them in your hero statement.
True

False
A hero statement should have only one persona in it.

Fill in the blank: A hero statement combines a persona with _____.
an ideal customer profile

a product or service you provide

a job to be done

your revenue goal
Hero statements combine personas and jobs to be done.

If you discover a group of people you can't be a hero to, what should you do?
Improve your product so that it better meets their needs.

Introduce a new product to meet their needs.

Keep your product the same but provide additional customer service to help them get value out of it after they buy.

Clearly communicate to them that your product might not be a good fit for them.
The best thing you can do is be honest about the fact that you probably can't meet their needs.

True or false? The more education you can provide your prospects before they meet with sales, the more qualified they'll be when they get there.
True

False
Educating people before they buy is a great way to increase lead quality.

When is content useful during the sales process?
Mostly at the beginning of the sales process.

Throughout the sales process.

Mostly near the end of the process.

Before the process begins.
Content should be infused into every step of your sales process.

How quickly should your sales team be able to find relevant content for their prospects?
Within 10 minutes.

Within five minutes.

Within two minutes.

Within one minute.
If your sales team can't find a particular asset within one minute, chances are they won't ever use it.

True or false? In most companies, marketing creates more content than any other department.
True

False
In many companies, sales is producing more content than any other department.

Which departments should be involved in creating content?
Just marketing.

Just marketing and sales.

All departments.

All departments except legal.
Content should be a company-wide initiative.

True or false? Sales outreach is a good place to experiment with video.
True

False
Video prospecting is a great way to get the attention of the people your sales team is trying to get in contact with.

True or false? Your customers only need help firing a solution if they were previously paying for a product to do the same job as yours.
True

False
Even if your customer was making do without any solution, they'll need help getting out of their old habits.

Which of the following is the BEST way to encourage your customers to buy from you again?
By sending them sales discounts.

By helping them accomplish the job they hired your product to do.

By introducing them to additional product lines you offer.

All of the above.
If you can help people nail the job they hired your product to do, they'll be happy to buy from you repeatedly.

How can you use content to help your customers succeed?
By creating content that teaches them how to use your product most effectively.

By creating content that helps them do the job they hired your product to do.

By creating content that helps them fire whatever solution they had in place before hiring your product.

All of the above.
Those are all great ways to use content to help your customers.